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INTRODUCTION TO SOLUTION SELLING

ABC stands for your companyXYZ stands for the type of solution your client is looking for

Prepared by: Eric van ‘t Hoff, 19/09/02

The Sales Process takes a potential client along six clearly defined phases with the aim to create a superior proposal, win the deal and minimise sales costs

Moving into System Integration

Identify client

business issues

Qualify client’s

intent to solve

and spend

Create interest

and desire in

ABC’s value

proposition

Build relation with

client’s buyer

network

Identify client’s

target business

processes

Assess client’s

functional and

technical needs

Determine client’s

buying criteria

and decision

process

Qualify ABC own

capability to

deliver

Design a solution

that satisfies

client’s exact

needs

Demonstrate ABC

superior ability to

build and deliver

the desired

solution

Strengthen

relation with

client’s buyer

network

Assess client ‘IT

infrastructure and

implementation

requirements

Define the Scope

of Work

Develop the joint

approach to

implement the

designed solution

Create a

proposal for the

delivery, imple-

mentation and

support of the

designed solution

Negotiate the

conditions for

obtaining client’s

final approval

Formalise the

contract for

delivering, imple-

menting and

supporting the

approved solution

Obtain the client

agreement for

executing the

provided contract

Qualification Needs Assessment

Solution Design

Solution Scoping

ProposalFinalisingContract

The business potential of a prospect is analysed by creating an account plan and updating it along the sales cycle


Account Business Profile

• In what business is the Account and

how do they make money

Account Infrastructure Profile

• What XYZ applications is the

Account using and for what business

purposes

Short Term Account Plan

• Short-term sales actions to address

identified opportunities

Long Term Account Plan

• Long-term business objectives to

establish long-lasting and profitable

relationship

Account Business and Infrastructure Objectives

• What are the account main XYZ investment and saving areas and for what

business reasons

ABC Account Position

• What is ABC’s position within the Account

An Account Plan should typically contain the following information, including a thorough SWOT analysis


1. Account Business Profile

1.1 Business Profile

1.1.1 Vision, Mission and Strategy

1.1.2 Key Business Activities

1.1.3 Value-Chain Processes

1.1.4 Competitive Forces

1.2 Business Operation

1.2.1 Business Organisation

1.2.3 Key Executives

1.3 Business Performance

1.3.1 Business Performance

1.3.2 Financial Results

2. Account Infrastructure Profile

2.1 Account Profile

2.1.1 Vision and Strategy

2.1.1 Organisation structure

2.2 Account Operation

2.2.1 XYZ Applications (in place)

2.2.2 Share of Wallet per XYZ supplier

2.3 Account Tender Process (per

application)

2.3.1 Acquisition process

2.3.3 DMU and key influencers

4. ABC Position Analysis

4.1 Service Offerings History

4.1.1 Service Offerings in place

4.1.2 Service Offerings terminated

4.1.3 Service Offering lost

4.2 Contact Map year-to-date

4.2.1 Relation map

4.2.2 Satisfaction map

5. Sales Account Plan

5.1 SWOT Analysis

5.1.1 Short/Medium term SWOT

5.1.2 Long Term SWOT

5.2 ABC Objectives

5.1.1 Short/Medium term sales objective

5.1.2 Long Term business objectives

5.3 Action Plan

5.3.1 Short/Medium term sales plan

5.3.2 Long-term business plan

3. Account Business/Infra Objectives

3.1 Business Investment/Saving areas

3.1.1 Short and medium term

3.1.2 Long term

3.2 Account Investment/Saving areas

3.2.1 Main needs and key buying criteria

3.2.2 Budget indication

ABC stands for your company

XYZ stands for the type of solution your client is looking for

The activities of each sales phases should be aimed at answering 4 key questions prior moving to the next phase


Does the client

understand their

business issues ?

Does the client

intent to solve

their issue and

spend money on

it ?

Does the client feel

ABC is credible to

address the

identified issues ?

Does ABC

consider the client

as a profitable

opportunity ?

1

2

3

4 YES/NO

Account

Plan

A different approach is required for obtaining an answer to the 4 key questions


• Business issues

• Reasons

• Impact

• Solution in mind

• Value statement

• DMU

• Key Influencers

• Decision Process

• Time-Line

• Budget

• Buying Criteria

• Interest in ABC

solutions

• Interest in ABC

services

• Strategic fit

• Able to solve

• Able to deliver

• Able to compete

1

2

3

4Known /

Unknown

IDENTIFY AND

INFLUENCE

ASSESS AND

ADVICE

PRESENT AND

CONVINCE

ANALYSE AND

DECIDE

Proposing a solution in a consultative way demands for a throughout understanding of the pains behind the identified needs


NEED SOLUTIONPAIN

Typical buyer behaviour:

• Doctor? I need a Antibiotic Cure

• Supplier? I need a Contact Centre

• System Integrator? I need a CRM solution

Typical box seller:

• I herewith prescribe you a antibiotic cure

• Take a look at our beautiful Contact Centre

• We have plenty of terrific CRM solutions

Diagnose before you prescribe !

And always talk the language of the customer!

1

2 3

Find out Refine Need

Refine Need Propose Solution

4

The Solution Selling Matrix is a perfect tool to define an initial solution for addressing the pains of a prospect


What is causing you to

have this pain ?

Besides yourself, who

else is impacted by this

pain and how ?

What is it going to take

you to solve this pain ?

Is it because … ? Is this pain also causing

… ?

What if there would be a

way for you to …., would

that help ?

So the reasons for your

pain are … ?

From what I just head,

this isn’t just your

problem, but a problem

that is affecting …. ?

From what I just head, if

you had the ability to ….,

could you solve this

pain ?

Diagnose

Reasons

Explore

Impact

Visualise

Capabilities

Open

Control

Confirm

Pain

Solution

SO

LU

TIO

N S

ELLIN

G

MA

TR

IX

Another easy way to advice the most appropriate solution required by a prospect is to use a Value Statement Template

• Currently your are facing ……………………………………………...market segment motion

• Which causes ……………………………………………...market segment pain, desire, need

• You need to be able to ……………………………………………...do or gain

• As a result of ……………………………………………...our solution

• You will be able to ……………………………………………...business improvement result

This is differentiated from other options available to you by……………………………………………...

how Philips is differentiated


The sales approach should be aligned to the shifting concerns of a typical prospect


Risk

Price

Needs

Solution

Level of

Concern

Need

Definition

Evaluation of

Alternatives

Taking action within

risk considerations

Needs

Solution Risk

PriceCost

This example illustrates the paradigm of shifting buyers concerns


Risk

Price

Needs

Solution

Level of

Concern

Need

Definition

Evaluation of

Alternatives

Taking action within

risk considerations

I need a XYZ system

because of these pains ...YXZ of ABC

seems to be a

good solution

Is ABC as good

as they claim?

Do I really need a

XYZ system?

The ABC price is

rather expensive!which may not

cost more than

200.000EUR

Hints and Tips about cold prospecting

How to a make a successful prospecting call

• Prepare a script at reasonable pace, no longer than < 20 sec.

• Think of a problem the prospect is likely to have

• Do not bore the prospect with your company history

• Seek only to gain one thing: curiosity

• Be prepared for a positive response


Example of a prospecting call to the manager of a hospital responsible for patient care

• My name is Eric van ‘t Hoff, account manager at ABC. As a System Integrator of XYZ solutions, we have been working with Hospitals for the past 10 years. One of the chief concerns we are hearing from other Patient Care Managers is their frustrations with tracking the history of their patients across multiple departments. We have been able to help various hospitals with this issue and I would like an opportunity to

share with you how.

• Tell me more !



End of Presentation

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